Michel Fortin has released a 51-page free report entitled “The Death of the Salesletter – Web 2.0 and Its Impact on the Future of Internet Copy”. [Download Free Report]


Michel Fortin has released a 51-page free report entitled “The Death of the Salesletter – Web 2.0 and Its Impact on the Future of Internet Copy”.

Download Free Report: The Death of the Salesletter

Fortin says, “Web Two-Point… What?

So what exactly is Web 2.0? I’m not an analyst or some dotcom pundit. But ng online since 1991 (or since 1982 if you consider bulletin board ser-es), I’ve witnessed enough to have a good grasp of what’s going on.

So here’s my perspective.

At the dawn of the Internet the web was primarily a unidirectional, one-way communications process. The web was comprised mostly of static web pages, filled with hypertext and links. It was akin to the direct mail industry, only this time it was served up on a computer monitor rather than on a piece of paper.

In fact, web pages that worked the best, especially in a direct marketing con-text, were ads and salesletters that closely mimicked the long-copy print saleslet-ters we often get in the mail.

For many years and until recently, this was true.

The most effective web salesletters, based on split-test results and actual re-sponse rates achieved, are those that looked similar to direct mail pieces. They’re displayed in white, fixed-width centered tables, with colored backgrounds. Just like a salesletter you would place on your desktop. (The top of a real desk, that is.)

Why? It’s because people hate change. We all do. Change is scary. We hate getting out of our comfort zones, and studies prove that we’ll even react hostilely to something that’s different and threatens that zone.

In fact, David Ogilvy, in “Ogilvy on Advertising,” gave some wonderful ad-vice on this subject. He said: “The eye is trained from an early age. Move away from what the eye is used to, and you stop readership.”

So at the dawn of the Internet, people were used to magazines, newspapers and particularly direct mail. Therefore, websites that initially mimicked that to which people were accustomed were those that naturally produced the highest sales. This was proven in test after test. And to a great degree, they still do.

However, things are changing.” [Source: PDF Report]

Download Michel Fortin’s Free Report: The Death of the Salesletter

The report is in PDF format. You will need Adobe Acrobat to read this report. Download a Free Acrobat Reader

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